SCHOOL OF ARCHITECTURE, BUILDING & DESIGNFoundation of Natural and Built EnvironmentsCULTURE & CIVILIZATION (FDES 0815)Lecturer : Normah Sulaiman . Delliya Mohd.Zain______________________________________________________________________________Project 3 (Individual Assignment) : Art + Architecture + Culture

Part 1 : Literature Research on Coffee Culture (Report Compilation)

Name: Kelvin Fong Jia Zheng

Student ID: 0317166

Intake: FNBE July 2013

LITERATURE REVIEW

What is coffee culture?

Coffee culture describes a social atmosphere or series of associated social behaviors that depends heavily upon coffee, particularly as a social lubricant. The term also refers to the diffusion and adoption of coffee as a widely consumed stimulant by a culture. In the late 20th century, particularly in the Western world and urbanized centers around the globe, espresso has been an increasingly dominant form. People that participate in cafe culture are sometimes referred to as "cafe au laiters" and "espressonites".

What is coffeehouse?

Coffeehouse and coffee shop are related terms for an establishment which primarily serves prepared coffee and other hot beverages.Café or cafe or caff may refer to a coffeehouse, bar, tea room, small and cheap restaurant, transport cafe, or other casual eating and drinking place, depending on the culture. A coffeehouse may share some of the same characteristics of a bar or restaurant, but it is different from a cafeteria. As the name suggests, coffeehouses focus on providing coffee and tea as well as light snacks.

The history of coffee

In the Ethiopian highlands, where the legend of Kaldi, the goatherd, originated, coffee trees grow today as they have for centuries. Though we will never know with certainty, there probably is some truth to the Kaldi legend.

It is said that he discovered coffee after noticing that his goats, upon eating berries from a certain tree, became so spirited that they did not want to sleep at night.

Kaldi dutifully reported his findings to the abbot of the local monastery who made a drink with the berries and discovered that it kept him alert for the long hours of evening prayer.  Soon the abbot had shared his discovery with the other monks at the monastery, and ever so slowly knowledge of the energizing effects of the berries began to spread.  As word moved east and coffee reached the Arabian Peninsula, it began a journey which would spread its reputation across the globe.

ConceptMy message is to bring out the modern of the café and also what was the people doing in the café.

ThemeI choose coffee culture as my theme is because I am a person who very like coffee especially going to a café with my friend. Nowadays, people are like to taking photo when they go café or before having meal. This inspired me to make a coffee culture postcard series. The Garden and The Factory 30 are the two branches which are very popular among youngster in Johor Bahru. So, I choose this two café as my coffee theme shooting location.

JUST WANT COFFEE, THE GARDEN

INTRODUCTION Just Want Coffee, The Garden using a country style that make costumer relax and enjoy coffee in the garden environment. The owner used the previous show house unit and developed it into a cafe. Some simple renovation and design really bring out the garden feel.

JUST WANT COFFEE, THE FACTORY 30

INTRODUCTIONThe Factory 30 is inside a refurbished factory in the industrial area of Mount Austin surrounded by large warehouses and greasy car workshops. If you come to Just Want Coffee, The Factory 30 and found yourself greeted by this pulled down shutter, do not panic. The entrance is at the glass doors on the left.

MAPPING OF THE LOCATION AND ITS RATIONALE

JUST WANT COFFEE, THE GARDEN

Jalan Jaya Putra 3/27, Taman JP Perdana, Johor Bahru.

JUST WANT COFFEE, THE FACTORY 30

No 30, Jln Mutiara Emas 5/3, Tmn Mount Austin

81100 Johor Bahru

Rationale: The reason why I choose this two café as my theme of the postcard is because this two café is the same branch that very famouse in Johor Bahru and they have a very unique decoration and theme. The first one Just Want Coffee, The Garden and second one is The factory 30. The garden is a café with a country leisure style, which can provide costumer a very peaceful environment to enjoy coffee. The factory 30 is a café that operate by a factory which located at the industrial area. All the material that the café use for decoration are hardware. So, it has a very unique style different with others café.

Draft Photos and Layout Planning

Postcard frontside layout

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Postcard backside layout

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Inner Packaging Design

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Outer Packaging Design

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Final selection of photos

Reference

1. Anon, (2014). [online] Available at:

http://lertraveldiary.blogspot.com/2013/08/just-want-coffee-taman-molek-

and-taman.html [Accessed 13 Jun. 2014].

2. Just Want Coffee JWC, T. (2014). Just Want Coffee JWC, The Factory 30

in Johor Bahru |JOHOR KAKI food travel photography. [online]

Johorkaki.blogspot.com. Available at:

http://johorkaki.blogspot.com/2014/06/just-want-coffee-factory-30-in-

johor.html [Accessed 13 Jun. 2014].

3. Ncausa.org, (2014). The History Of Coffee - National Coffee Association.

[online] Available at: http://www.ncausa.org/i4a/pages/index.cfm?

pageid=68 [Accessed 13 Jun. 2014].

4. Wikipedia, (2014). Coffee culture. [online] Available at:

http://en.wikipedia.org/wiki/Coffee_culture [Accessed 13 Jun. 2014].

5. Wikipedia, (2014). Coffeehouse. [online] Available at:

http://en.wikipedia.org/wiki/Coffeehouse [Accessed 13 Jun. 2014].